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Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation

A new study examines curiosity’s role in influencing consumer behavior. Study 1 reveals that mystery appeals create more curiosity than other affective states, and that curiosity predicts purchase motivation via a direct path. Exploring the optimal level of information needed to maximize curiosity, study 1 finds that participants are more curious when given moderate information, over minimal information. Next, study 2 demonstrates that shopping in an actively curious state can impact consumer outcomes via an indirect path that is mediated by consumer evaluation of the mystery appeal. This research is the first to identify curiosity as the affective state that is primarily triggered by mystery appeals, and to explain how curiosity directly and indirectly impacts consumer purchase motivation.

Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation

The Penultimate Curiosity

When young children first begin to ask ‘why?’ they embark on a journey with no final destination. The need to make sense of the world as a whole is an ultimate curiosity that lies at the root of all human religions. It has, in many cultures, shaped and motivated a more down to earth scientific interest in the physical world, which could therefore be described as penultimate curiosity. These two manifestations of curiosity have a history of connection that goes back deep into the human past. Tracing that history all the way from cave painting to quantum physics, this book (a collaboration between a painter and a physical scientist that uses illustrations throughout the narrative) sets out to explain the nature of the long entanglement between religion and science: the ultimate and the penultimate curiosity.

Penultimate_Curiosity

The Penultimate Curiosity: How Science Swims in the Slipstream of Ultimate Questions